This short post summarizes what makes a news release more interesting and useful and shareable to media and non-media audiences:
1. Useful content. For media, it would be newsworthiness. For non-media it is new/interesting content.
2. Timely. Not dated. Events a couple of days ago are history not news for media. On the other hand, research suggests that non-media audiences may find content useful long after it is published online.
3. A good headline that grabs attention and makes the content searchable by search engines.
4. Inclusion of multimedia. News releases that have images and video are more likely to be read and shared. Research shared at the PRSA conference in Philadelphia documented that the inclusion of multimedia with a release greatly increases viewing and sharing of the release.